WHAT THE DATA SAY: Parents not fans of AI for schoolwork; 79% say students more likely to struggle with misinformation

By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking:

PARENTS GIVE AI FAILING GRADE

Parents are not fans of students using AI to complete their homework, based on the Harris Poll’s latest report on the tech industry.

• Only a third (36%) of adults think the use of generative AI tools for schoolwork has a positive impact on children’s learning experience (grades K-12).
• 79% say children are more likely than adults to struggle to identify misinformation created by generative AI tools.
• Regarding technology overall, only 39% of U.S. adults trust businesses to be responsible with handling their personal information.
• 28% have a worse opinion of an organization if it is involved in a data security event.
• 29% avoid working with organizations that have been involved in a known data security event.

AUTONOMOUS VEHICLES DIVIDE US

U.S. drivers are still split on whether they’re ready to take a ride in an autonomous vehicle, according to the Harris Poll’s annual AutoTECHCAST report, which collects and analyzes consumer insights on advanced automotive technologies and features.

• 51% of Americans would trust an autonomous vehicle (AV) today, and the same number would be willing to buy one.
• AV trust is highest among Gen Z and young Millennials (70%) and lowest among Boomers (30%).
• While only 6% have experienced fully autonomous vehicles, 79% said they were somewhat or much more comfortable with an AV after trying one.
• 34% have used driver assistance features, and 24% have driven partially autonomous vehicles.
• Looking at other new auto technology, 48% of Gen Z and young Millennials believe alcohol detection systems should be mandatory in vehicles (compared with 32% of Gen X and 20% of Boomers).
• Most highly demanded new auto tech: surround-car cameras (desired by 55.7%), low-speed collision avoidance (55.4%) and wireless mobile charging (54.3%).
• Still not in high demand: electric vehicles (desired by 31.9%, down from 33.6% a year ago), fuel cell vehicles (27.9%, down from 30.3%) and in-car payment systems (27.7%, down from 29.9%).

TOO MANY ADS

Consumers have reached the tipping point on advertisements that interrupt viewing and streaming – especially ads with the same message, according to our Harris Poll research with AD-ID.

• 49% have skipped a purchase from a brand due to repetitive ads during their viewing.
• 61% say they are less likely to buy products when inundated with advertisements.
• 59% say repeatedly seeing the same ads hurts their viewing experience.
• 3 in 4 consumers say they would like to see ads targeted at their interests.
• 33% don’t mind watching relevant ads.

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